This document provides an overview of the Caribbean market for agricultural and food products from the United States. It discusses the geography, population demographics, economies, infrastructure, and consumer trends of the Caribbean region. It also outlines the market segments of retail and foodservice/hospitality industries. Finally, it covers requirements and strategies for entering the Caribbean market, including import regulations, labeling laws, and what Caribbean food buyers are looking for.

1. The Caribbean
An Export Market With An Open Door Policy!

2. The Caribbean Islands
1. Anguilla 16. Martinique
2. Antigua & Barbuda 17. Montserrat
3. Aruba 18. Netherlands Antilles (Sint
4. The Bahamas Maarten, Sint Eustatius,
5. Barbados Saba, Curacao, Bonaire)
6. Bermuda 19. Puerto Rico
7. BVI 20. St. Barthelemy
8. Cayman Islands 21. St. Kitts & Nevis
9. Cuba 22. St. Lucia
10. Dominica 23. St. Martin
11. The Dominican Republic 24. St. Vincent & the Grenadines
12. Guadeloupe 25. Trinidad & Tobago
13. Grenada 26. Turks & Caicos
14. Haiti 27. USVI
15. Jamaica

3. Discussion Outline
I. Caribbean Market Overview
II. Consumer Trends
III. Market Segments
IV. Market Entry Requirements and Strategies
V. Activities Targeting Caribbean Buyers

4. I. Caribbean Market Overview
Geography

5. I. Caribbean Market Overview
Geography CONTINUED
• Single Island or Multi-Island Chains
• Location: From: Bermuda in N. Atlantic, E. of South Carolina
To: Trinidad & Tobago, btw Caribbean / N. Atlantic, N.E. of
Venezuela
• Climate: Sub-Tropical / Tropical Maritime / Tropical, Minimal
Seasonal Temp Variation, Seasonal Rainfall Variation
• Terrain: Varies! Low lying limestone base, coral reefs,
plains, fertile valleys, low hills and mountains

6. I. Caribbean Market Overview
Geography CONTINUED
• Natural Resources: “Sun, Sand & Sea”, Limestone, Nickel,
Bauxite, Gold Silver, Petroleum, Natural Gas and Asphalt
• Land Use:
The Dominican Republic – Arable Land = 23%, Permanent crops =
10% and Other Use = 67%
The Bahamas – Arable Land = 1%, Permanent crops = 0% and Other
Use = 99%
• Natural Hazards: Hurricanes (June – November), Occasional
Floods, Periodic Droughts

7. I. Caribbean Market Overview
Population/Demographics
Out of Many One People

8. I. Caribbean Market Overview
Population/Demographics CONTINUED
 Total Population : 40 Million (approx)
 Top 5 : 92% / 37 Million
Cuba – 11.5 M / Dominican Republic – 9.7 M / Haiti – 9 M /
Puerto Rico – 4 M / Jamaica – 2.8 M
 Annual Population Growth Rate
Haiti – 1.8% / Dominican Republic 1.5% / Barbados 0.38%
 Male : Female Ratio
Haiti – 0.98: 1 / Dominican Republic 1.03:1 / Barbados 0.94:1
 Life Expectancy
Haiti – 61 Years / Dominican Republic & Barbados 74 Years

9. I. Caribbean Market Overview
Population/Demographics CONTINUED
 Ethnic Groups
African, European, East Indian, Asian, Caribbean Amerindian, Mixed
 Religions
Protestant (Anglican, Seven-Day Adventist, Pentecostal, Baptist, Methodist ,
etc.), Roman Catholic, Hindu, Muslim, Jewish, Other, None
 Languages
SPANISH , FRENCH / Creole / French Patois, ENGLISH/ English Patois,
DUTCH / Papiamento
 Literacy
Haiti – 53% / Dominican Republic – 87% / Barbados – 99%

10. I. Caribbean Market Overview
Governments

11. I. Caribbean Market Overview
Governments CONTINUED
 Status:
Independent Nations vs. Dependent / Overseas Territories / Overseas
Departments
 Types:
Parliamentary Democracies, Democratic Republics, Self-Governing
Territories, Commonwealth State, Communist State
 Legal Systems:
Based on: English Common Law, French Civil Law, Spanish Civil Law, Roman
Civil Law and US Laws
 Heads of State / Government:
H of S: Queen Elizabeth II, Queen Beatrix, President Obama, Local
Presidents
H of G: Prime Ministers, Presidents, Premiers, Leaders of Government,
Governors
 Suffrage: 18 years of age / Universal

12. I. Caribbean Market Overview
Economies

13. I. Caribbean Market Overview
Economies CONTINUED
Aruba $ 21, 800  GDP per Capita
Bermuda $ 69,900 Income
Dominican Rep. $ 8,200
Haiti $ 1,300
Agric. Indus. Serv.
Aruba 0.4% 33% 66%
 GDP Composition by
Bermuda 1% 10% 89% Sector
Dom. 11% 23% 66%
Rep.
Haiti 28% 20% 52%

14. I. Caribbean Market Overview
Economies CONTINUED
 Unemployment Rates: Aruba: 6.9% / Bermuda: 2.1% /
Dominican Republic: 14.1% / Haiti: widespread, two-thirds of the labor
force do not have formal jobs
 Industries: Tourism, Banking, Insurance & Finance, Sugar, Bananas,
Tobacco, Food Processing, Beverage, Light Manufacturing, Cement,
Textiles, Mining (Bauxite, other Metallic and Non-Metallic Minerals) ,
Petroleum, Chemicals, Information Technology
 Major Import Partners:
Aruba: US 53%, Netherlands 12%, UK 5%
Bermuda: Italy 26%, US 18%, South Korea 17%, UK 8%, Singapore 5%,
France 5%, Norway 4%
Dominican Republic: US 39%, Venezuela 8%, Mexico 5%, Colombia 5%
Haiti: US 34%, Dominican Republic 23%,
Netherland Antilles 10%, China 4%

15. I. Caribbean Market Overview
Infrastructure

16. I. Caribbean Market Overview
Infrastructure CONTINUED
Telephon Telephon TV Internet Intl. Air
e Main e Cellular Stations Users and Sea
Lines Ports
Dom. 985,700 7.2 M 25 2.1 M 10 – Air
Rep. Plus Cable 22% of Pop. 5 - Sea
Jamaica 316,600 2.7 M 7 1.5 M 2 – Air
Plus Cable 54% of Pop. 5 - Sea
Trinidad & 307,000 1.5 M 6 227 K 2 – Air
Tobago Plus Cable 19% of Pop. 3 - Sea
Neth. 88,000 200,000 3 32 K 3 – Air
Antilles Plus Cable 14% of Pop. 3 - Sea

17. I. Caribbean Market Overview
Top 10 Export Markets
U.S. Agriculture, Fish & Forestry
Products
2011
Caym an
Barbados
Berm uda
Net h. Ant .
Baham as
Trinidad
Cuba
Hait i
Jam aica
Dom . Rep.
0 500 1000 1500
Source: USDA $ Millions

18. II. Consumer Trends
U.S. Agriculture, Fish & Forestry Exports to the
Top 5 Caribbean Markets
2011($ Millions)
TOTAL Dom. Jamaic Haiti Cuba Trinidad
Caribbea Rep. a &
n Tobago
Bulk 1,228.9 548.4 144.5 174.1 194.9 71.9
Intermediate 671.4 328.1 101.4 47.7 36.5 82.4
Consumer 1,516.8 312.2 155.2 104.7 121.3 161.0
Forest 249.9 49.1 29.7 30.1 1.5 19.0
Prod.
Seafood 51.6 9.2 3.6 1.0 0 4.4
Total 3,718.6 1,247.1 434.4 357.5 354.3 338.7
Source: USDA

19. II. Consumer Trends
Growth in US Agricultural Exports to the Caribbean
Source: USDA
4.5
4
3.5
3
$ Billions
2.5
2
1.5
1
0.5
0
2007 2008 2009 2010 2011

20. II. Consumer Trends
Growth in US Consumer-Oriented Agricultural
Exports to the Caribbean
Source: USDA
1600
1400
1200
1000
$ Millions
800
600
400
200
0
2007 2008 2009 2010 2011

21. II. Consumer Trends
Caribbean Market for Packaged Foods
Market Size – Retail Value – Growth Forecast
6000
5000
4000
$ Millions
3000
2000
1000
0
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Source: EUROMONITOR

22. II. Consumer Trends
Top 10 Caribbean Markets for Packaged Foods
Market Size – Retail Value – Growth Forecast
1800
2009
1600
2014
1400
1200
$ Millions
1000
800
600
400
200
0
DR CUBA JA HAI TI T& T GUAD BAH MART BDOS NA
Source: EUROMONITOR

23. II. Consumer Trends
Distribution of Consumer Ready Foods in the
Caribbean
40%
60%
Source: USDA Ret ail Food Service

24. II. Consumer Trends
Breakdown of U.S. Exports to the Caribbean of Consumer-
Oriented Products (2011)
Pet Food
2%
W ine/ Beer
3% Nut s
1%
Juice
4% Cereals
Dairy 3%
Proc. F&V 12%
6% Egg & Prods.
3%
Fr esh F&V
6% Ot her
13%
Snack s
8%
R. Meat s
Poult ry
15%
24%
Source: USDA

25. II. Consumer Trends
U.S. Exports to the Caribbean of Consumer-Oriented
Products – High Growth Categories
400
350
300
$ Millions
250
200
150
100
50
0
Poult ry Fruit & Veg Red Meat s Snack
Foods
2007 2008 2009 2010 2011
Source: USDA

26. II. Consumer Trends
Caribbean Consumers’ Demands/Needs
 Healthy Living and Eating
 Busier Lifestyles need Convenience
 Good Value/Economic Prices
 Specialty Foods

27. II. Consumer Trends
Best Product Prospects
 Snack Foods – Healthy & Specialty
 Fresh & Frozen Vegetables & Fruit
 Fruit Juices & Drinks / Healthy Beverages / Energy Drinks
 Wine & Beer
 Frozen Foods / Convenience Foods
 Healthy / Natural Foods / Organic / Diabetic Products
 Deli Meats – Salami, Cold Cuts, Turkey Breasts…
 Bakery Products - Ready-made, Pre-prep, Ingredients
 High End Seafood – Scallops, Crab, Lobster, Salmon
 Pet Foods – Dog & Cat Foods

28. III. Market Segments
Retail Market Trends
 More Direct Purchases by
Chains and Large
Independents
 Continued Demand for Private
Labeling and Store Branding
 Continued Demand for
Value/Economy Grocery Lines
 Added Service to the Yachting
“Niche” Market –
Phoned/Faxed in Orders for
Yacht Provisions

29. III. Market Segments
Retail Market Trends CONTINUED
 New / Expanded Stores and
Improved Store Formats
 More In-store Bakeries and
Delis with “Ready” Meal
Services
 Expanded Frozen Food
Sections
 Designated Sections for
Healthy/Natural/Organic and
Specialty Foods
 Introduction of Natural/Organic
Products across Food
Categories

30. III. Market Segments
Retail Market Structure
Buyer Profiles:
Foreign Supplier
• Importer/Distributor mostly
unspecialized, Foodservice &
Retail, Dry &/or Refrigerated
Specialty
Importers/Distributors
Stores
• Regional Conglomerates
• Local chains / some with IGA
affiliations Supermarket Chains Independents
• International chains, e.g.
PriceSmart, Cost-U-Less,
Carrefour etc.
Mom & Pops
• Large and medium sized Convenience Stores Wholesalers
Independent Stores Pharmacies
Gas Marts
• Moms & Pops, Convenience
Stores etc.

31. III. Market Segments
HRI / Food Service Market Trends
 Steady Growth in Caribbean
Tourism since 2002
 Approximately 14 million stop-
over tourists & 13 million
cruise passenger arrivals per
year
 US Visitors Comprise Major
Share just over 50% of
Tourists in the Caribbean
 Significant Expansion in the #
of Hotels across the Region

32. III. Market Segments
HRI / Food Service Market Trends
 Fast Food Restaurants
one of the Fastest Growing
HRI Market Segments in
recent years
 World Class Chef’s in the
Caribbean Influence
Demand for High Quality
and Specialty Food
Ingredients

33. III. Market Segments
HRI / Food Service Market Structure
Buyer Profiles:
Foreign • Some major Importers /
Suppliers Distributors focus on food service
market although many supply both
retail and foodservice customers
• European Plan & All-Inclusive
Importers Chains
Restaurants
Distributors
Hotels
• International and Regional Chains
• Multi-Island Hotel Chains
Institutions
 Miami / S. FL Buying Offices

34. IV. Market Entry Requirements &
Strategies
Import & Food Safety Requirements
 Import Documentation – Bill of Lading, Commercial
Invoice, Insurance Certificate
 Duties & Taxes – Import Tariffs, Other Fees, Value-
Added Taxes
 Health Registration / Certification
 Trademark Registration
 GMOs - Accepted

35. IV. Market Entry Requirements &
Strategies
Labeling Regulations
1. Company brand name 7. Product batch code
2. Product name 8. Expiration date
3. Country of origin 9. Preparation instructions
4. Ingredients list 10. Storage instructions
5. Net weight (Metric) after opening
6. Producer name and 11. Nutrition Facts
address or Importer 12. UPC Code
name and address

36. IV. Market Entry Requirements &
Strategies
What do Caribbean Food Buyers Want?
 Understanding from New Suppliers that initial orders
may be small but potentially can grow in to big orders!
 Reliable Service and Communications
 Good Value and Competitive Pricing
 Good Quality
 Adequate Lead Time for Products with Expiry Dates
 Exclusive Importer/Distributor Relationships
 Marketing Support: POS Materials, Advertising &
Promotion Funds, Free Stock for Promotions

37. IV. Market Entry Requirements &
Strategies
Export Market Options & Approach
Important Questions: Options & Approach:
 What are your company’s  Regional Coverage – Sell
Export Objectives? directly to Large Markets and
 What are your company’s in-directly to small markets
Resources?
 How much experience does  Sell in-directly to all markets
your company have in and transition to direct exports
Exporting? as markets develops
 What is your company’s Export
Strategy?  Target Specific Market (s)

38. IV. Market Entry Requirements &
Strategies
The Role of US Export
Wholesalers/Consolidators
Consolidation is Key for the Caribbean
• Majority of freight moving to the Region is consolidated in Florida
• Bermuda sources from the NE and from Jacksonville
• Consolidators’ Success Factors: Proximity to Markets, Wide Product Range &
Services, Competitive Prices
• Some consolidators carry product, some act as freight forwarders only
• Many consolidators specialize but larger consolidators offer a full line of
products
• Parallel Trading is a common complaint among Caribbean based distributors

39. IV. Market Entry Requirements
& Strategies
Advantages of Selling to Consolidators
 Access to a wide market and large number of buyers through a single
“customer”
 Expansion of product distribution over a greater number of small-scale
buyers through consolidators
 Lower payment risk selling to consolidators vs. smaller-size regional
buyers
 Consolidators have in-depth knowledge and are better equipped to sell to
the region
 Consolidators’ own Private Label another opportunity

40. V. 2013 Activities Targeting Caribbean
Buyers
JUNE 2013
 A Great opportunity to meet with Caribbean Buyers from
most of the Caribbean Markets
 Look out for Registration details in early 2013!

41. V. 2013 Activities Targeting Caribbean
Buyers
October 2013
Miami, Florida
A Well Favored Trade Show among Caribbean
and other Regional Food & Beverage Buyers!

42. Thank You!